Luca Caprai, CEO of Marital and the mastermind behind Cruciani C, the lace bracelet that has become a worldwide hit, recently visited Japan. A huge Japanophile, he has visited Japan over 150 times since his first visit in 1984. We spoke to him about the secret behind Cruciani C's popularity in Japan.


--What first inspired you to sell these lace bracelets?

Even before we started selling these lace bracelets, there were signs that bracelets would become popular in Italy. They were made of plastic with stones that have beneficial effects on the body, and were completely different in concept and materials from Cruciani C.

We first sold them in June 2011 at a Cruciani boutique in Forte Dei Marmi, a resort town in Tuscany, Italy. The bracelets were clover-shaped, and they quickly became a hit in Italy. It's not just that the clover design has become popular; a new market for Cruciani C bracelets has been born. We now have a waiting list of clients in over 15 countries who want one.

This lace bracelet is like our family's DNA. My father's company makes lace, and they don't just produce it; they collect vintage lace.

--How many have you sold so far?

About 10 million. They're all produced in Italy, and we're currently selling about a million per month.

--You already have a large fan base in Japan.

We began preparations for sales in Japan in the fall of 2011. Japan is the first country to export the Cruciani brand, so it holds a special place in my heart. This visit to Japan is both work and a vacation for me. I think I've been here more than 150 times since my first visit in 1984. I remember riding the HSST linear motor at the Tsukuba Expo on my first visit (laughs). I thought it was an amazing country. It's an honor that this bracelet has been accepted in such a country.

--What is the sales share of bracelets in Japan?

It's about 11% of the total. Italy is number one in terms of sales, followed by the Middle East, and then Spain and Japan. Considering the market's growth potential, I expect Japan's share to expand to around 20% in the near future.

It's true that Cruciani C bracelets are popular among women not only in Japan but around the world, but I believe the market with the greatest potential is actually Japan. That's because Japanese people, both men and women, are very fashion-conscious and particular about details. I think this bracelet is easily understood by their national character.

--You also released a limited edition collaboration model with Japan's "G.V.G.V."

I sometimes decide who to collaborate with based on whether I feel a connection with that person. Sometimes I collaborate with a famous jewelry brand because I want to create a slightly more luxurious bracelet, so it varies. G.V.G.V. is a brand with a very youthful image, so I thought it would be interesting to collaborate with them.

When we create a limited edition model, we don't set a number, but the model combining Damiani diamonds and gold is 3,000 pieces, and sometimes even 1,000 pieces.

--Can you tell us about any new bracelet designs?

A national flag collection was released in Italy about a month ago. It features motifs based on the colors of about 50 countries' flags, such as stars for the United States, tulips for the Netherlands, and the Eiffel Tower for France, and the Japanese flag. Special models are often created to commemorate certain events, and some are for charity purposes.

--A charity bracelet for the Great East Japan Earthquake was also released. I heard you donated 10 million yen?

Yes, we donated to Ishinomaki City, Miyagi Prefecture. It's a small contribution, but it's a great honor. I have received so much from Japan, so I wanted to give back a little. It's only natural. The Japanese people's consideration for others and their culture of cherishing even small things has always taught me many things.